August 20 2014

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2 posts tagged "Martina Arfwidson"

Orange Alert



It’s getting harder and harder to ignore the signs that orange just might be the new number one bright shade in the lipstick world (sorry, red). The fiery color dominated the spring 2014 runways at shows like Rag & Bone, DKNY, and Prabal Garung, and red carpet darlings like Lupita Nyong’o and Olivia Munn have boldly sported tangerine pouts at recent events. To thrust orange, a shade that not long ago was considered shocking, further into the spotlight, FACE Stockholm has created a mini-collection of orange lipsticks to flatter women of all skin tones. “Orange is warm, spontaneous, unexpected and fun,” says Martina Arfwidson, co-owner of the brand. If you’re an orange lipstick newbie, “Don’t be afraid! You will be pleasantly surprised when you find your [shade],” Arfwidson adds. And there’s no need to wait until spring—a sparkly holiday dress paired with flaming coral lips makes for one hot combo.

FACE Stockholm Lipstick in Hjarta, Spicy and Matte Orange, $22 each;

Photo: Courtesy of FACE Stockholm

The 411: Face Stockholm’s Martina Arfwidson


Plenty of editorial real estate has been devoted to talking about Stockholm as the new capital of cool in recent years, but one brand helped establish the Swedish city as a hip haven nearly three decades ago. That would be Face Stockholm, the Scandinavian makeup brand that set up shop with a coterie of outrageous colors way back in 1982. It was founded by Gun Nowak, who ultimately enlisted the help of her daughter Martina Arfwidson, who abandoned her dream of becoming a singer in the name of the family beauty business. Arfwidson now helps keep the brand focused on creativity and innovation—like, for instance, its new Lash Booster Mascara—from her home (and the company’s headquarters) in Hudson, New York. And thanks to genius moments like its most recent lipstick duet collaboration with J.Crew, Face Stockholm has managed to retain all of the cool cred it was built on. Here, just in time for the holiday weekend, Arfwidson spills her favorite places to primp upstate, with a single Manhattan diversion for a facial that’s well worth the 2.5-hour drive on the New York Thruway.

The Makeup Regimen: Personal Best
“Every day, I use Face Stockholm Tinted Moisturizer #1, Bronzer #3, Brow Shadow in Myrrah, eyelash curler, the new Lash Booster mascara, and the Face for J.Crew lipstick in French Martini. The non-Face Stockholm companies I always keep around are Colorescience Pro Sunforgettable Mineral Powder Brush SPF 50 for the face and L’Oréal Sublime Bronze Self-Tanning Lotion on my legs and arms.”
Available at; Colorescience Pro Sunforgettable Mineral Powder Brush SPF 50, $60,; L’Oréal Sublime Bronze Self-Tanning Lotion, $9.99,

The Yoga Enclave: Sadhana Center for Yoga and Meditation
“Sondra Loring is the real deal. I don’t get to yoga class as much as I’d like, but this space is beautiful—a domed ceiling sits atop a converted turn-of-the-century ballroom.”
403 Warren St., 3rd fl., Hudson, N.Y., (518) 828-1034,

The Tough-Love Trainer: Brian Lawson
“I cannot say enough good things about Brian. He has been my ‘body architect’ for eight years. He’s loyal, enthusiastic—just amazing.”
Visit for more information.

The Morning Routine: Double Shot
“These two amazing shops share the same storefront: Swallow is where I get my morning coffee. There is no place outside of Paris that has better joe. And Loaf has the most amazing bread…really turning out stuff that rivals European loaves!”
433 Warren St., Hudson, N.Y.

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